Healthy Fundraising

That was followed up by the "hard launch" of the e-mail campaign, deployed in three e-mails with specific calls to action followed by acknowledgments and the final thank-you e-mail. The first e-mail was the direct ask featuring the Farrar family's story, the same story that was featured in the direct-mail appeal; the main call to action was to make a donation so CaringBridge could continue its important work in allowing people to chronicle their health journeys and gain support through community. The next e-mail was the You Are Powerful video e-mail, which took recipients to the campaign landing page. Its main call to action was to watch and share the video, and coinciding with that was another ask on the landing page to donate. The final follow-up e-mail was another direct ask, this time short and direct asking for a gift.